For geezerhood , flower price and sales were flat : company marvel how they could convince consumer to buy flower with as much regularity as milk and loot . Then the pandemic changed everything . Consumers begin to see blossom as a way to connect with loved ones and brighten their homes , and gross revenue skyrocketed .
“ At this point , we do n’t have to modify consumer mentality , we just have to keep the mentality in position , ” says Michelle Castellano Keeler , AAF , vice president at Mellano & Company and President of the United States of the Society of American Florists ’ board of directors . The way to do that , Castellano Keeler and others say , is through an industry - funded , national floral marketing military campaign .
“ Every segment of our industry has the opportunity to profit from a well - organized promotion decree , ” sound out Castellano Keeler . She is one of 12 the great unwashed on a drafting committee that has been working across industry segment to develop a proposal for a floral promotion lodge under the USDA ’s Agricultural Marketing Service . The AMS superintend many promotion orders for other industries , from cotton plant and egg to avocados and Christmas trees , to help those industries leverage funds and make enquiry and marketing opportunities .
Michelle Castellano Keeler of Mellano & Company , Oscar Fernandez of Equiflor / RioRoses , and Harrison “ Red ” Kennicott of Kennicott Brothers Company , are among extremity of the drafting citizens committee that is nominate a national floral publicity order . Castellano Keeler , Fernandez , and Kennicott will discuss the marriage offer Nov. 16 during the Society of American Florists ’ virtual panel discussion .
The proposal for the floral promotion rules of order will be the subject of a SAF practical panel word on November 16th .
The most recent draft of the floral promotion order advise a mandatory assessment on an estimated 700 domesticated cultivator and 500 importer whose annual gross sales are more than $ 100,000 . domesticated growers would be assessed one-half of a percentage of their gross sales and importers would be assessed 1 percent of their gross sales . The USDA would supervise the collection of judgement from domestic growers on a quarterly foundation . Customs and Border Protection would pull in the assessment from importers based on the economic value of the import flowers and foliage at the time of entry .
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